Digital marketing for not-for-profits – will they grasp the nettle?

Over the past year or so, I’ve been talking to a lot of Not For Profits about their digital marketing, and developing strategies and working on it for some. I should come clean and say that, more than that, I was effectively the marketing director for Cure Brain Cancer Foundation for about 18 months, and so I’ve seen things from the inside too. I gleaned a lot of insights from that experience about the barriers to good digital marketing in not for profits (and in fact, fell foul of them myself, despite my protestations!). Some of these barriers they have in common with commercial organisations, but Not For Profits are a special case; whilst they don’t have the same budgets typically, they have a huge amount of opportunity in digital marketing that isn’t available to corporates.